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Online

Behavioural

Advertising:

Consent in the

Face of

Technological

Evolution

IAPP Symposium 2015

Wally Hill SVP, Government & Consumer Affairs

Canadian Marketing Association

Chair

Digital Advertising Alliance of Canada

Why Interest-based Advertising?

Internet’s economic model: eliminates user fees for viewing/ using

content

Interest-based advertising is more than twice as effective at

converting users who click on the ads into buyers (6.8% conversion

vs. 2.8% for run-of-network ads) Source: NAI, 2010.

Consumer desire for relevance

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Why Self-Regulation?

Creepiness factor

Users benefit because OBA results in more interesting, relevant, and

useful advertisements

The Office of the Privacy Commissioner of Canada (OPC) has issued

specific guidelines on OBA:

• Privacy and Online Behavioural Advertising

• Policy Position on Online Behavioural Advertising

• Multiple OPC Reports of Findings, pending research

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Why Ad Choices?

Implementation of this self-regulatory regime allows advertisers to

continue using OBA as an important and effective tool.

Program framework based on six key principles:

– Education

– Transparency

– Consumer Control

– Data Security

– Sensitive Personal Information

– Accountability

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How Does Program Function?

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How Does Program Function?

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Ad Choices: Over 1.5 years later

60+ organizations registered to the program

480+ million PSA ad impressions for awareness

campaign

2+ million page views since launch

950,000+ unique visitors to www.youradchoices.ca or

www.choixdepub.ca

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Benefits of Membership

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The Mobile Canadian Consumer

In 2014, Canadians spent: Approx. 39 hours/month

browsing the web with a desktop or laptop

Approx. 75 hours/month browsing the web on a mobile device.

Source: comScore report, 2014.

2 out of 3 Canadians (65.7%) will use the Internet on their mobile phones by 2018.

Source: eMarketer

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Looking Ahead

New Executive Director

Program growing worldwide

Mobile friendly site

AppChoices

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Canadians who own smartphones & tablets are spending about 43% of their overall online time within an app

Source: comScore report 2014

76% are more likely to check websites and apps for a privacy certification or seal

Source: TRUSTe, Privacy Index, 2014

Two-thirds of mobile media users say transparency about app data collection, sharing is important

Source: eMarketer, 2015

Opt-in vs. Opt-out Consent

• OPC Privacy and OBA Guidelines

• CMA Code of Ethics

• DAAC Principles

• PIPEDA Preamble

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Key Takeaways

1. Interest-based advertising is 2x as effective as normal

advertising & is key to supporting free web services

2. Ad Choices self regulatory program designed to help

advertisers comply with OPC’s Guidelines on OBA

3. Ad Choices icon boosts consumer trust and is

important for both online and mobile environments

4. PIPEDA envisioned both Opt-in and Opt-out consent

mechanisms to promote Privacy and eCommerce

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Resources

CMA OBA Study/ Infographic

DAAC website

OPC Guidelines on OBA

OPC Guidelines for Online Consent

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THANK YOU !

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